How Seasonality Affects Lead Prices and What You Can Do About It

By Dipa Gandhi

 

 

Read it to me! Click the video below.

 

When running a home service business, the phones don’t always ring the same way every month. One month, you may be swamped with calls. The next, your Google Ads budget burns up and barely a lead trickles in. This isn’t always about your ad copy or keyword bid strategy. It’s often the result of something bigger: seasonality.

Why Lead Prices Fluctuate With the Seasons

Every service area business is affected by the calendar. Certain jobs are in high demand during specific times of the year, and others drop off significantly. When demand peaks, so does competition. When competition increases, so do click prices.

Consider these seasonal patterns:

• Roofers get flooded with calls after heavy storms or during late spring and summer.
• Snow removal companies spike in demand the moment the first snowstorm hits.
• Landscapers thrive in spring and early summer but often face a drought of leads in winter.
• Holiday light installers only have a 6–8 week window to capitalize on leads.
• Gutter cleaners often see peaks in spring and fall due to rain and falling leaves.

The economics are straightforward: when more businesses bid for the same set of keywords during a high-demand period, Google Ads CPC (Cost Per Click) rises. You pay more for each click, and unless your conversion rate improves, your cost per lead increases.

The Hidden Costs of High Competition

When competition spikes, it’s not just your wallet that feels the heat. Business owners often get caught off guard when performance dips, despite maintaining the same budget and strategy.

Let’s look at a real-world scenario:

Jim, a residential painter in Colorado, saw his leads drop drastically every December. Even though he ran the same ads year-round, the problem wasn’t with the ads—it was with demand. His ideal customers were busy with holidays, travel, and budgeting for gifts—not repainting their homes. Meanwhile, the few who did click were more likely to be price shopping or procrastinating for spring.

Jim’s cost per lead doubled, and he almost paused his campaigns, thinking his ads were broken. But with a seasonal strategy in place, he could have avoided the dip—or used the downtime more effectively.

What You Can Do: Smart Strategies to Stay Ahead

You don’t need to surrender to seasonality. Here’s how smart contractors stay profitable year-round.

1. Adjust Budgets Proactively

• Increase budgets ahead of peak seasons to capitalize on high-converting traffic.
• Scale back in slow seasons and reallocate funds to other marketing efforts (like SEO or database reactivation).
• Track seasonal trends from previous years to anticipate spikes.

2. Diversify Your Lead Sources

Relying solely on Google Ads is risky in seasonal markets. Diversify with:

• Optimized Google Business Profiles (GBP) to improve organic visibility in local searches.
• Organic SEO to maintain steady traffic without paying per click.
• LSA (Local Services Ads) for pay-per-lead options that often convert better during busy seasons.
• Database reactivation campaigns to reach out to past customers during slow periods.

3. Tailor Ad Messaging to the Season

Update your ad copy to reflect seasonal urgency:

• “Get your gutters cleaned before winter storms hit.”
• “Book your spring landscaping now—limited slots available!”
• “Don’t wait until the snow piles up. Schedule removal today!”

These messages perform better when paired with time-sensitive offers.

4. Use Downtime Strategically

When leads slow down:

• Revisit your website and landing pages. Are they converting at the rate they should?
• Request more reviews from past customers.
• Build out content to support long-term SEO goals.
• Train your staff, update certifications, and prepare marketing assets for the next busy season.

5. Analyze Data from Past Seasons

At 99 Calls, we’ve helped thousands of contractors notice seasonal lead patterns through simple data tracking. One HVAC company in Florida used this insight to pause A/C-focused ads in winter and push duct cleaning and heater checkups instead—leading to steadier lead flow and a 30% drop in cost per lead.

Final Thoughts

Seasonality isn’t your enemy—it’s a signal. Understanding how the calendar affects demand (and your wallet) puts you in control. Don’t wait until your ads under-perform to ask why. Start anticipating, adjusting, and investing smarter throughout the year.

Partner with experts who can help you weather the slow months and dominate the busy ones. Whether it's through fine-tuned ads, organic SEO, or building your GBP presence, the right strategy makes seasonality an opportunity—not a setback.